You’ve got mail. And it’s loud and smelly.

Britain’s Royal Mail, which, in the age of digital messaging, apparently has way too much downtime, believes that adding scents, tastes and sounds to direct mail efforts will improve business. “This takes direct mail from a two-dimensional medium and turns it into a three-, four- or five-dimensional medium,” says Simon Harrop, chief executive of Brand Sense, the agency that’s co-developing the initiative. The fourth dimension is time, best ignored when it comes to snail-paced mail delivery.